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2/29/16 ART-3443 Headlines Subheads Preheads Taglines Headlines We can show you the easy way to get an A in this class. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Headlines Headlines We Not can show you the easy way to get an A in this class. ◦ Got my attention ◦ Appeals to my self-interest ◦ Promises a reward ◦ Makes me want to know more ◦ Draws me into an ad all print ads have headlines, especially not visual puzzles ◦ BUT it is important to know HOW to write a good headline Art Directors too!!! ◦ Then decide if you need the headline Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Headlines 3 Proven Styles of Headlines A Question good headline does one or more of the following: ◦ Gain attention fishhook in the brain ◦ Select the right prospect appeal to self-interest ◦ Lead readers into the text they want to know more ◦ Complete the creative equation synergy with visuals Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. How to ◦ Both of these involve the reader Quote ◦ Usually connected to a person and people are interested in other people ◦ Quotation hints at a story which fosters involvement Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. 1 2/29/16 Question Style Question Style Client: Client: MADD (Mothers Against Drunk Driving) Crown Royal (whiskey) Headline: Headline: Ever see a grown man cry? Do you really need more proof that drinking impairs your judgment? Visual: Broken bottle of whiskey on the floor. Visual: Plain girl morphing into a fashion model as it gets later in the evening. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. How To Style How To Style Client: Acura Client: (cars) Partnership for a Drug-Free America Headline: How to convert liters into cups. Visual: Race car and racing trophies. Headline: How to write an obituary for your teenager. Visual: (all-type ad) Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Quote Style Quote Style Client: Winston (cigarettes) Headline: I told my dad I stopped raising hell and he called me a quitter. Visual: Redneck-looking guy smoking a cigarette. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Client: Mountain Dew Red Headline: These tables are my voice and I’m about to holla at the world. Visual: DJ scratching two turntables. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. 2 2/29/16 Types and When to Use Types and When to Use Direct Hornblowing Benefit ◦ Use when you want to introduce a new product, brand, feature Curiosity Comparison ◦ Use when you want to promise a reward or highlight prime benefit in body copy Emotional ◦ Use when you want to sell the image and/or invoke resonance in the reader Directive ◦ Use when you want to impress the reader by being the biggest, fastest, first, etc. (command) ◦ Use when you want the reader to do something ◦ Use when you want to differentiate your brand from the competitor or use a metaphor to describe your product Label ◦ Use when you want to focus on the brand name, product name, or campaign tagline rather than discuss features/benefits. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Trials with Styles Trials with Styles Be Specific ◦ Not laundry list, but add something Rhyme, rhythm, alliteration ◦ All features ◦ All benefits ◦ Rhyme: Makes more memorable, but it’s borderline cheesy ◦ Rhythm: ◦ ^^ Boring, but start with this if necessary in your creative process ◦ Alliteration: Coke is it. Every kiss begins with Kays. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Trials with Styles Trials with Styles Judicious use of puns and wordplay ◦ other boats at boat dock for luxury boat client: “Pier Pressure” Parallel construction: combining phrases or sentences with similar key words to make a point ◦ “When you need it bad, we’ve got it good” – Florida tourism ◦ “Oven-proof. Dishwasher-proof. 401(k)-proof.” – Crate & Barrel Try it with a twist ◦ Luxury boat client: “If your neighbors aren’t impressed, move to a better neighborhood.” Understatement/Overstatement: ◦ Be aware of headline and visual synergy. ◦ If one is wild, back off the other one ◦ Don’t shout twice Be relevant ◦ Hot cultural trends, salient social issues, health of economy ◦ Always consider what’s happening around you ◦ Banks: strength, safety, stability, security Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. 3 2/29/16 Ineffective Headlines Try harder when any of the following happening: ◦ Asking a question that can’t be answered (confusing) ◦ Asking a question that can be answered with a simple yes or no (no involvement) ◦ Being used as caption. Captions describe rather than interact (no synergy with visuals and limited involvement) ◦ Relying on stupid puns (“stupid” defined by having absolutely no relation to the product or market) ◦ Using insulting, condescending, or patronizing language that annoys intelligent readers ◦ Being clever for the sake of cleverness (trying to impress rather than persuade) Find an ad with a great headline. Explain what style is used or anything else that makes this an effective headline. Post to Facebook. ◦ See-and-Say Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Evaluating Headlines Headline Checklist While Let there are infinite degrees of cleverness and clarity, if you can’t be clever, be clear Remember that headline is there to work with visual your headline sit for a while. ◦ Do you still love it the morning after? Does your headline work with the visual, or is it just a caption or, worse, completely irrelevant? Can you do the “billboard test” and still have a concept that makes sense? Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Headline Checklist Headline Checklist In your vision of the layout, does the headline look important? ◦ Is it readable? ◦ Does it have the proper proximity to the visual and body copy? your headline appeal to the reader’s self-interest? Does your headline pull readers into the body copy? ◦ Use a strong headline, and you might not need a subhead. (Again) Be careful with puns. ◦ There’s a reason they’re called the lowest form of comedy. Don’t be cute for the sake of cuteness. If a pun has a purpose, try it. Otherwise, find a more clever way to say it. Does Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Do not use a strong subhead to “explain” a weak headline. Think campaigns. ◦ How are you going to follow up that killer headline? ◦ Will your next five ads be just as good? Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. 4 2/29/16 Headline Checklist Be honest. Is this the best you can do? ◦ Or can you start round two or three or four to come up with a list of great headlines? ART-3443 Headlines Subheads Preheads Taglines Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Subheads Subhead TRAPS 4 To “explain” main purposes: ◦ Clarify the headline ◦ Reinforce the main idea stated in the headline ◦ Break up large copy blocks ◦ Lead you into the body copy Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Subhead TRAPS Don't use to introduce a new, separate idea from the headline Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. the headline ◦ Many times this is done to convince a skeptical client that your risky ad concept really is a serious selling effort. ◦ L Why write a weak headline and prop it up with a subhead? Write a strong headline to begin with. ◦ L Use as few words as possible to convey your message. Less clutter. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. ART-3443 Headlines Subheads Preheads Taglines Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. 5 2/29/16 Preheads Preheads 4 Usually most common reasons: ◦ Set up the headline ◦ Define the audience ◦ Identity the advertiser ◦ Identify the ad in a series Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. not necessary. ◦ First check if it’s really needed to explain the head. If so, rethink the headline. ◦ If asking a question and the headline answers, think of prehead as integral part of headline Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Top 10 Taglines of the 20th Century ART-3443 Headlines Subheads Preheads Taglines ◦ A diamond is forever (De Beers) ◦ Just do it (Nike) ◦ The pause that refreshes (Coca-Cola) ◦ Tastes great, less filling (Miller Lite) ◦ We try harder (Avis) ◦ Good to the last drop (Maxwell House) ◦ Breakfast of champions (Wheaties) ◦ Does she…or doesn’t she? (Clairol) ◦ When it rains, it pours (Morton Salt) ◦ Where’s the beef? (Wendy’s) Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. From AdAge - Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Taglines Taglines Why Primary have a Tagline? ◦ a.k.a. Slogans/Signature Lines/Theme Lines ◦ Usually catch phrase that appears with logo in print ad or at end of commercial purpose is to establish/reinforce brand name. A tagline should: ◦ Provide continuity for a campaign May be the only common component of a multimedia campaign. Or link between campaign with different looks ◦ Crystallize the One Thing associated with brand/product Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. 6 2/29/16 Taglines: Working with Clients Many clients expect too much from tagline, demanding a “statement” that: ◦ Positions the product ◦ Defines the company ◦ Denigrates the competition ◦ Reassures the stockholders ◦ Will be approved by the CEO’s wife Warning: The more objectives a tagline tries to achieve, the more generic it becomes If you try to say everything, you will say nothing. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Taglines: Working with Clients Creating Taglines First, ask Like the client: ◦ What’s the One Thing you want to say? ◦ Do you want to convey a general attitude or tone? ◦ Do you want something specific about the products? ◦ Do you want something relating to your customers? developing whole concepts ◦ Start with One Thing ◦ Say it straight ◦ Then veer off in several directions, each with list of possible slogans ◦ JUST KEEP WRITING Don’t edit until you get a huge list Weed out obvious bad and keep refining Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. How to Write Effective Taglines How to Write Effective Taglines Keep Play it short and simple ◦ But make sure witticism makes sense Think jingle ◦ Use rhyme, rhythm, alliteration to make more memorable Try to differentiate the brand ◦ Simple way to separate from competition? with words confuse or mislead Don’t ◦ “In an effort to be creative, some writers forget that the rest of the world is not as clever as they are.” J ◦ Obscure, one-word tagline possibly misunderstood/ignored Justify your choices ◦ Everyone is an “expert” on taglines, so be sure you introduce with parameters you were given Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. 7 2/29/16 How to Write Effective Taglines Making taglines work If Need you have to be generic, go global ◦ Positive, easy to remember, can be translated in most languages without changing meaning ◦ Standalone could work with anything, but difference is that these are supported by millions of dollars worth of advertising and promotion benefit of massive ad support or connection to campaign ◦ Not evaluated by committee in a vacuum ◦ “Just Do It” wouldn’t have worked with an ad that talked about features of the shoe or one ad that tried to sell a lifestyle. “I’m lovin it” works only because McDonalds has beaten it into your brain Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Altstiel, Tom and Jean Grow. Advertising Creative: Strategy, Copy, and Design. Sage Publications, Inc., California, 2010. Find an ad with a great tagline. does it work so well? Post to Facebook. Why 8